Last month at BlogHer I was introduced to a cute new line of toys from Moose Toys called The Zelfs. The Zelfs are sweet little creatures who live the mythical world of Zardenia where each Zelf has their own habitat. But, who are we kidding? No matter what you call it, these little things are this generations troll dolls with a positive message for today’s kids.

Love your Zelf and they’ll share their special powers. Each Zelf is totally unique and has a special power that only shines when they are loved.

Parents may have a sentimental soft spot for the little elfin creatures but kids are really into Zelfs because, according to a 4 year old, they’re “cute” and “funny” and “really pretty”. And, “ours came with a shell.” So, there you have it folks.

But, seriously. Zelfs have already earned a bit of a cult following in large part to the unique persona created around each Zelf. They are rather addictive and once you purchase one, your kids will likely want more.

In addition to the creatures, The Zelfs have habitats and accessories to enhance pretend play. The Venus Flytrap Spin Salon ($24.99) comes with medium Zelf Tressa who can update your Zelf’s ‘do.

Shop! The Zelfs are available at Toys R Us and our affiliate Amazon. Lil Zelfs are $2.99, medium are $6.99 and large Zelfs are $12.99.

Kate started The Shopping Mama™ in January 2009 when, after graduating law school, she traded in online legal research and writing for locating the best products for children. She shops for three kids ages 7, 5 and 2 from their home in Japan. Her military family is making the most of back-to-back overseas assignments by traveling every chance they get.